Best Buy's Latest Campaign Brings Augmented Reality Experience To Hockey Fans

National retailer Best Buy recently launched a new campaign targeting hockey fans in the province of British Columbia and Quebec. They partnered with Piranha to create an Augmented Reality 3D Hockey Game that lets Canucks and Canadiens fans face-off against goalies in a 2-minute shoot-out.

The campaign runs from March 18 to April 14, consumers can visit any store in British Columbia and Quebec (excluding Sherbrook and Gatineau) to pick up their game board or print one at

Once they have their “rinks,” players follow a few easy steps, point the board at their webcam, and they will be instantly transported to centre ice to face-off against a virtual goalie.

Each game lasts two minutes and fans can try as many times as they like, posting their high-score to their Facebook or Twitter pages. The 10 best scores in each British Columbia and Quebec will each receive a Canucks or Canadiens jersey respectively; all players are automatically entered into a draw for one of two (one in each province) Sony 3D Home Theatres furnished by Best Buy valued at $5,000.

Augmented reality has not really been utilized by many brands in Canada, so it is good to see Best Buy experimenting a little.